Why Post Click Optimization is the only way to win at Google Ads in 2020. Google Ads is a much more competitive marketplace than it used to be. Post click optimization is necessary for advertisers who want to profitably acquire customers today and into the future. In this podcast I explain what post click optimization is, the major touch points and how to plug leaks in your funnel.
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Transcription (machine transcribed, not edited)
Hello, everyone Ben Briggs here and welcome to another episode of the better digital marketing podcast. I’m your host Ben Briggs. And today what we’re going to talk about is post-click optimization specifically what is post-click optimization and why is it the only way to win at Google customer acquisition in?
So let’s start with the beauty of pay-per-click. So the the reason why we’re starting with pay-per-click when we’re talking about post-click optimization. Is that pay-per-click and paid search paid social are really the the the key traffic sources that you can use to put traffic in the funnel to be able to start optimizing.
It started doing this post click optimization. So if you’re going to have a post click optimization first, you’ve got to have a click now the beauty of pay-per-click and the beauty of paid search specifically is that it’s immediate. It’s personalized. It’s permission-based. So the customer just search for product X and then boom there’s your your.
Ad for product X and you can personalize that depending on exactly how a customer searches obviously a customer might search in a number of different ways. When they’re looking for a product or a service like yours, maybe they’re searching for one of your products. Not the other one. So paid search allows you to customize the message and make sure that it’s absolutely relevant to the the person who’s doing the searching and then as far as permission-based whereas if you are watching TV show or you are listening to podcasts or the radio the advertisement going to come in the middle.
But when you’re talking about a search ad the customer is currently right now raising their hand and saying I’m in the market. I’m I’m looking for information about this product or service right now and then pay-per-click allows you to immediately reach that person. So it gives you a tight control over the contacts and the message.
It’s a reliable source of traffic and it allows you. To to drive a consistent audience and that’s going to perform similarly over time in most cases. There can be some exceptions but that’s really the beauty of pay-per-click is that it provides you this reliable source of motivated traffic, so.
When so that’s that’s really good is the ability to have a steady stream of interested prospects coming in for your business. So. the click in the pay per click. is. The moment where the user comes to your website, usually it mean if it’s paid search they’re going to be clicking text ad if you are moving up the funnel a little bit you’re into paid social or maybe you’re doing some Slayer video then they could be clicking but the example custom menu customer journey is somebody searches a keyword.
They see your ad they click on it. Once they click everything that’s happened all of the optimization that’s happened before. The user actually comes to your website is the pre click. So if you were running a TV ad then the creative that you’ve put together the 15 or 30 second spot. If you are running a paid search at the keywords that you selected the negative keywords that you’ve entered.
What’s your bid strategy is what you have done in terms of optimizing your creative and adding ad extensions. Those would be all of the pre click optimization. So on the post click side, this is going to be how are you following up with your customers? Do you have a pixel on your page so that you can monitor what they do when you’re on when they’re on your site how they’re interacting with your site whether or not they make a purchase how.
Are you are you testing landing pages? Do you have two different landing pages for similar traffic sources to find out which page is working better in terms of driving a good business result. And then so you can repeat that process and continually upgrade your landing page because when users click the first page of your site that they go to that’s going to be called the landing page and.
Testing that landing page testing half your traffic going on two different landing pages and continuing to do that over time to improve the performance of your landing page is a key element of post-click optimization, whereas the stuff that we talked about as far as updating the creative of your ads looking at the images that you’re using the videos that you’re using.
Your bidding strategy the platforms that you pick these are all pre click optimizations than the post click optimization is about how are you re-engaging with the user? Whether that’s through display or email and what kind of content are you showing the user once they come to your site? That’s that’s the post click optimization now the pre click optimization generally.
Influences higher in the funnel areas your awareness your consideration. There’s some optimization that can can go on on the conversion point but you you have to have a really good idea that the customers actually trying to purchase the product. Now this can happen. I mean you can have somebody search, you know.
Buy shampoo online, right? You’ve been I’ve got a pretty good idea. This person wants to buy some shampoo. So you could call the add the search ad that you’re putting against the query by shampoo online. You could call that a part of the conversion, but the most of the conversion. And of work and then also the loyalty and advocacy which is how you really get those good returns from Paid search in 2020 are happening on the post click.
So one reason why the we like to focus on like I said paid search traffic is that it lives a little bit lower in the funnel than your your paid socials or your display or specially programmatic pretty bearish on your video. Adds your over-the-top TV all this kind of stuff lives higher in the funnel as far as wearing some consideration.
Whereas your paid search and then your post click optimization which includes your email and your SMS and your remarketing campaigns live lower in the funnel so there. In an average performing paid search campaign is going to give you a higher return on investment than an average performing over the top TV or radio traditional terrestrial radio campaign or something like that.
So getting your conversion traffic in place and then working through what you need to do to have a solid post-click optimization in place to maximize that customer lifetime value is the highest return effort that you can do. Until you’ve done I mean obviously once you’ve got a very good post-click optimization process in place and you’re maximizing your customer lifetime value using that process then it will magnify the benefit that you get when you move to higher funnel.
Tactics so a couple examples of awareness type channels, you know TV radio outdoor. Those are your traditional awareness type driving channels. If you are on a niche podcast where you know something about the audience and then your product is somehow relevant to that audience then that could be more influencing the consideration part of the funnel.
You could have advanced, you know, maybe you are going to a trade show. You are selling a product or service is relevant to the specific industry that the trade shows about that would make sense. When you’re looking at the conversion part of the funnel, it’s your non-branded paid search or display remarketing your social remarketing then all the way down in the loyalty and advocacy land.
You’ve got your branded paid search your SMS follow up, which a lot of people aren’t doing SMS is going to continue to be a bigger channel. It’s kind of the new email because you can listen to. Somebody like Gary Vee talking about how he used to get 90% email open rates back in like 1997-1998.
That’s kind of what we’re seeing with text. Most everybody is interacting with text messages right now. So those are the kinds of channels to think about and we’ll talk a little bit more coming up on which ones to focus on and how. So we talked a little bit pretty click optimization. So pre click optimization.
It’s targeting the right users writing compelling ads. It’s using eye-catching images stuff that kind of jumps off the page at you or is particularly relevant to this audience for some. And then it’s also filtering out the irrelevant traffic trying to find. Hey, you know, how can I get to get rid of to make sure that nobody under the age of 18 sees my ad can I make sure that somebody who searching for product review videos or.
Isn’t searching my isn’t seeing my ad that I’m intending. To Target people who are all the way at the end of the the buying cycle people who are just ready to buy. I want to make sure that they’re seeing one adware as somebody who’s more in research Phase 2 seeing a different at so controlling those sorts of things is part of your pre click.
Now most advertisers most agencies failed to take advantage of all of the Google and Facebook plaid ad platform features which are necessary for good pre click optimization. So there’s there’s definitely a lot of opportunity. There’s still a lot of opportunity to improve what’s happening and how efficiently you’re buying your traffic on the pre click side.
But automation with with Google’s automation getting better. I mean I’ve seen you know, for instance regular broad match keywords. We’re really really completely terribly Horrible no back in, you know, like a like a 2011. 2010-2011 type time frame they would just be matching to everything in the world.
You should be buying all kinds of garbage traffic with those regular broad matches, but that’s gotten better. The automation has gotten better and it’s allowed people who were not very sophisticated or not. Very active not putting very much effort into their pay-per-click management. It’s allowing those people to get a little bit better performance than they would have in the past.
So. So the pre click optimization tools, it’s important to take advantage of them. We’re not going to dive into all of the things that we do at Samurai direct response to help our clients and give them better pre click optimization on this video. It’s going to get skip that’s going to be a really big topic that we’re just going to be.
Working through on the better digital marketing podcast on an ongoing basis, but pre click optimization. Again. The basic idea is that this is the stuff that we’re doing before we get the user to our website and it’s important but in 2020, it’s not as important as your post click optimization. So this is this is the old model.
The old model. is really really simple. You by the pane click the send the user to your website homepage. And then you get a lead. They call you. They they fill out a form they get a leap. So in the good old days this work, absolutely great. I mean we would I was working for this agency. We would you know cell.
A realtor on the idea that they should buy the word Portland homes for sale. We drive people who clicked on Portland homes for sale to a lot of cases. We just use an online business card. I mean it would just have the Realtors picture and then their phone number a little bio and that worked great that that that’s the traffic was so cheap and there were so few people going after it that.
It didn’t really matter. You didn’t really have to nurture the lead you didn’t have to effectively follow up with the customer with remarketing ads. He didn’t have to do all this stuff because the traffic was so cheap that even if you had a half a percent conversion rate or. You know a one percent conversion rate that was totally fine.
You could buy a hundred clicks and only get one customer and still be really really profitable. So this is the old model. This is the model that a lot of people are used to especially in the small business world, but you’d be surprised how many Enterprises how many big brands are. Really closer to this than they are to the post click optimization model that we’re going to talk about in a minute.
So like I said now that Google ads, I mean, we’re in 2019 coming up on 20/20 in Google. Everybody’s buying Google ads everybody in their brothers on their so these paid clicks. Have gotten more expensive and just driving them to your website homepage is not the most efficient way to convert customers because you want to have the.
Page content that the user goes to after they’ve done the surge needs to be relevant to what the customer intent was before they did the search. So this is the old model. So this is the bad conversion rate low relevance model that that really had it was effective. If you got it. I mean if you were buying Google ads if you’re a plumber buying Google ads in 2005.
You were doing great. There was the cost was really low just drive the traffic to your home page. And then you know people call you and you’re getting a great return on ad spend but now that everybody and their brother is buying Google ads. It’s more expensive. So what that so what we have to do is advertisers in 2020 what we have to do if we want to win.
In paid search if we want to be able to buy Google traffic and acquire customers and do that profitably then what we have to do is a little bit more complicated. So instead of just having the paid click driving it to our website and then profit right then the customer is going to take care of the rest.
They’ll they’ll sign it up. They’ll take care of it the traffic’s more. So what we have to do so first, we have to do all our pre click optimization all the way up there at the top. We have to do all our pre click optimization before we buy the paid click and and that stuff’s important. And if you need help with that then just just reach out just contact me since Samurai direct response and we’ll show you how to get that stuff squared away, but.
Your landing page. So so once the user comes to the landing page your landing page can’t be your homepage. It’s your home page is about your brand. And and that’s what the copy the content on your home page should be about your brand. Not necessary. I mean you can feature products. Obviously, you know, maybe you’ve got your top selling product and you’ve got a video about that on your homepage and that’s great, but it’s not about your.
Your specific product that this person just searched for so so what you’ve got to do is make sure that your landing page is exactly relevant to whatever the user searched for. So that’s a key optimization point of the post-click optimization is. One making sure that your landing page is highly relevant that’s going to improve your quality score is going to allow you to buy the traffic at a lower cost per click.
And so that’s going to have a positive impact overall on this whole system. And then your landing page also needs to be optimized for conversion rate. You need to be looking at what kind of valuable actions can the user take and how can I set up my page in a way that’s going to help the users take those valuable actions now valuable action could be a primary conversion.
Primary conversion if you are let’s say a a home loan you saw Home Loans, right? You’re quick and a rocket mortgage or somebody like that. Then you want the user to fill out a form to apply for a home loan. So that’s your primary conversion now. If you user does that in the first visit then awesome great.
Some of the sales team, you know, send them to your fulfillment know if you’re an e-commerce Advertiser and somebody clicks somebody clicks an ad goes to the landing page. Oh, yeah, that’s exactly the product. I wanted they sign up. They create an account. They put in their credit card then send it to fulfillment.
All you have to do is fill the order now. Everything’s great. In that case which you know for most advertisers this is going to be somewhere between know maybe a half a percent to the most 5% of your paid traffic of new users who are coming to your website for the first time. It’s not going to be a big chunk of those users who are going to go ahead and go all the way through the process and actually purchase your product or sign up as a leader.
You know through the primary conversion. So you want to be optimizing for that. Of course, you want to be doing everything you can to reduce friction and to make it easier for customers to go all the way through your funnel and to. Complete the primary conversion. So that’s definitely a process that you need to be thinking about that’s part of your post click optimization.
But if you don’t also include that soft conversion and what we mean by a soft conversion is. Anything that allows us to keep and keep in touch with the customer any data about the customer any personal data that they can provide to us any email address that we can follow up with if they give us a phone number and we can either call them but we’re probably not going to call will probably use SMS because that’s a lot less expensive as well as time consuming which makes it a lot more effective.
So usually you’re going to on the soft conversion. What you’re going to be doing is you’re going to be saying. Okay. I know that 95 to 98% of my traffic is not going to purchase the product right now and it’s because they’ve got some kind of question. Maybe they don’t trust my brand yet. Maybe they’re they maybe maybe they don’t have the money right now.
They’re just thinking about the purchase. So what can I do as a seller of this product to to give the customers some value in exchange for their personal information exchange for the ability? To connect to connect with them. So what could happen is after the user, you know, maybe the session stalls.
Maybe they’re you know, maybe they’re on desktop and weekend determined that they have exit intent. We could fire a maybe a popover or it could just be an element on the page that encourages them. Hey, give me your email address and I’ll give you a free buyer’s guide about whatever product it is that we’re currently talking about, or I’ll give you a discount, you know, for specially for an e-commerce marketing you sign up for emails and get 10% I’ll sign up for text alerts and get 10% off.
You’re seeing a lot of this. Now, you’re seeing a lot of them more sophisticated players, especially in the e-commerce Market or starting to get into text as opposed to email on this off conversion side, but. You need to be doing some of this stuff and you need to be working on capturing emails capturing customer information from people who are coming to your site from your advertising campaigns who aren’t yet, you know fully converting you need to capture those those people who are still in the buying process and then do the lead nurturing follow up with them.
So you’re going to have a series of emails, you know, maybe that. That give the customer new information you can start to segment. If you’ve got enough traffic, you can start to segment different leads and send them different pieces of information. But regardless you need to be putting this process in place and starting to optimize at least that you need to be at least that far.
You’ve got to be capturing that customer information capturing the soft conversion and then starting to do the lead nurturing now. Some of your customers like we talked about are going to go all the way through the primary conversion. They’re actually going to do the buying their that’s awesome.
They’re great. I love our favorite customers, right? Some of them are going to complete a soft conversion some of them if you’re if you’re at least asking for the information to be able to follow up with a customer you’ll get some but some some users are not going to do any of those things. You could be anywhere between, you know, 95%.
It’s you you know, maybe meet an 80% If only 80 percent of your customers are bouncing if you’re collecting personal information and or making an actual transaction with 20% of your customers, that’s awesome. You’re doing a great job. You’re doing a really really good job. There’s no question that you’re buying traffic effectively.
You are you have a good page. You have a good process has very low friction, but. Even if you’re doing really well, you’ve got that 20 percent conversion rate you so that 80% of your customers were bouncing and we know they’re interested. We know that they took time out of their day, you know, if you’re buying the Google paid search traffic, you know that they took time out of their day to go search for your product and they didn’t buy it, but that doesn’t necessarily mean they don’t still want to so if they bounce.
We can still get them with that remarketing tag. So we have remarketing tags. I recommend using both the Google tag and the face book tag, you know, there could be situations where you’d want to buy traffic from other platforms as well in pretty much every single case. You want to buy the Google and the Facebook track traffic.
So you’re going to have the Google and the Facebook tag on your site that is going to communicate. To those platforms that the user has been to your site and then you can serve remarketing ads. So those could come in the form of banner ads or text ads or they call them responsive ads where Google can put it in a bunch of different formats.
You just upload like a logo maybe a lifestyle image or brand image and then your you put your offer in there. It’s a good idea to do discounts with remarketing ads, you know, maybe the customer went to buy and and then you know, they wanted faster shipping but it was going to cost him some money.
So you say free two-day shipping or save 10% If you come back to our site to complete your purchase or if it’s a higher value purchase, like let’s say you’re talking about. Selling a house or car or you know a diamond ring, you know, maybe you need to provide the customer with more information more education before they will complete that transaction.
So that’s how you want to think about using remarketing ads. Use remarketing ads to recapture revenue from users who bounced off your site. And that is that’s what the process should this is what your process should look look look like right now and then you need to be systematically testing each element of the process.
So what am I doing on the preak Lakeside? What am I doing on my landing pages? Am I could I be capturing more soft conversions? How am I ra marketing ads perform how smooth is the process all the way through the funnel? Where as the old model? We had a really simple easy paid click go to the website inbound lead and we’re profiting this is a profitable model for a long time for a lot of people.
You know just this very simple low effort process. But now that there’s a lot more competition our process needs to look a lot more like this need to be a little bit more sophisticated. We need to be able to create these additional touch points. Now the T element that’s going through all these additional touch points is that first party data, the first party data could be.
The email address it could be your existing CRM data can also be a way to get access to the first party data, but we’re talking about bringing new customers into the funnel. So we need to be capturing leads on the website whether that is with the the main page content. Maybe that’s with popovers, or maybe it’s with pixels like we talked about you want to have that Google.
And Facebook remarketing pixel on your site. So you’re capturing that data. So the post-click optimization like we talked about is where we’re going to capture that first party data. So again, your landing page is the the first opportunity that you’re going to have to capture that first party data on the bounces.
You’re setting that remarketing tag. And that’s allowing you to have the data point that hey, I know that this customer has been to my website. So when this customers out Ewing sights on viewing pages on the internet, then I can reach them with ads. I can bring them back that’s off conversion allows you to follow up with email and SMS and then the optimizing for the primary conversion can also obviously be a source of leads.
How do we so what kind of tools do we need to set up? How you know, how do we need to get started to get started with this kind of stuff the Google marketing platform the primary tools Google ads Google analytics, you know, if you’re if you want to buy Facebook traffic that can expand the reach of your remarketing a little bit.
But the key tools you got to have Google ads Google analytics set up playing nice together in some cases like if you’re a local business if your brick and mortar and you want foot traffic, you need to add Google my business if you’re an e-commerce retailer, you need to add Google March Merchant Center.
If you’re doing any kind of SEO and you really probably should be doing at least some or at least have an idea about what your SEO is doing. Its Google search console is another tool that you’ll want to set up and get synced in there. You want to get your Google marketing platform all working together in order to set this up now.
If you don’t already have an automated lead capture and automated customer follow-up process in place. MailChimp is can be a really good tool to set up and then on the landing page side to create those relevant landing pages to make sure that you’ve got your message aligned with customer intent to the maximum degree possible.
WordPress is going to allow you to create landing pages. And to easily import that data into MailChimp now, there’s a lot of other websites EMS software’s that you could use there’s none bouncers leadpages. If you’re trying to go more to the landing page optimization, what-you-see-is-what-you-get editor.
You know, maybe you’ve got a whole web dev team whose building out custom code. That’s how you’re building your landing pages. And then you want to use a Marketo or a Salesforce, you know you even if you want to be more advanced with a kind of CRM that you’re using, but in any case you’re going to need some kind of a landing page platform.
To be able to capture the first party data to capture the new customer information that you’re going to then use to leave nurture. And then you’re also going to need some kind of system to communicate with those people and MailChimp is a fairly affordable. Really robust platform to allow you to at least start doing some of these things and then you can always look at other platforms later, but we recommend a very simple, you know, WordPress MailChimp connection to be able to execute against this lead nurturing process.
So if you don’t have your sales funnel setup correctly, if you don’t have your post click optimization set up correctly then. You’re going to have like we talked about, you know, 95 1880 95% of your users are just going to completely bounce off your website and you’re not even you’re never going to follow up with them.
You’re never going to be able to make that sale for marketing can help you resolve that issue. Because he knows somebody’s been to your site in and if you’ve got enough traffic even a particular category or particular portion or even all the way down to a single product or a single page, then you can server marketing ads based on that.
You’re soft conversions. A lot of businesses are not taking advantage of soft conversions. They’re not trying to capture an email address when the users getting ready to leave. They’re not, you know, they’re not getting any kind of a significant sign up rate for their newsletter that kind of thing.
So those soft conversions are a key place where a lot of businesses are losing customers out of the funnel. And then automated follow-up. You should absolutely have a series that you’re using to nurture leads. You should be following up your customers to ask for referrals to just keep your brand top of mind.
You know, these are these are all important things that automated customer follow-up can help you out with. So these are places in the funnel where right now it’s going to be leaky until you execute against that post click optimization. So the channels that you need to get in place, if you’re going to be doing this stuff or your research intent non branded search, like what I consider a research intent non branded search is kind of a keyword where you’re learning about the product or.
Maybe you’re searching about the problem that the product solves and but not specifically for the product you’re not including the the difference between a research intent a lot of times a research intent versus a purchase. Paid search query will look kind of similar, you know, maybe they’ve got two words in common, but the purchase intent, you know is could be talking about promo codes discounts.
Like now now we know we’ve got some shopping Behavior, right? I mean, maybe they’re including the work by may be there including a brand name. Maybe there’s you know talking about cameras and it could be you know, you got your Nikon’s and your cannons and all these different brands of cameras somebody who’s searching.
For a specific Nikon Model is showing a little bit more purchasing tent probably, you know in the in the balance of the data. So what are you searching for? A specific camera model is probably a higher purchase intent than somebody who just searches camps. So you’ve got your research attend non-brand then your purchase intent non-brand and then your lead nurturing your brand your branded traffic and you’d be defending your brand.
I’ve got a blog post about that. It’s called brand protection paid search. You want to learn more about that. You can check that out. You’ve got your retargeting. Your review and referral requests your social listing customer service. These are all channels that you need to have in place and have working have debt playing well together to have an effective.
Post click optimization program in place. So this is my basic checklist of all the different things that you need. You do need some display creative. If you want to be able to access video inventory, you got to have video inventory. You’ve got to have your landing page platform set up. You’ve got to have these key.
Communication points, you know your referral request your customer follow-up your lead nurturing series your upsells and cross-sells. You should be looking at at least starting the process of getting these things into place and starting to test them and then once they’re in place, then you’re going to test you’re going to measure you’re going to test and just you’re going to repeat that process over and over again until your system really can’t get any better.
So the overall strategy with post-click optimization is to prioritize and maximize the funneled the lower funnel campaigns. We’re going to have we’re going to be constantly testing we’re going to be constantly looking for opportunities to improve and then making sure that we’re maximizing those touch points and in creating if we’re going to go pay 5 bucks 10 bucks 20 bucks for a click.
I mean you look at like. Gary vaynerchuk example, I mean he with Wine Library back in the day. As soon as Google ads came out. He was buying the word wine for five cents a click and he was selling some a lot of wine. Um, and you know, and nobody else was doing it. I mean he was in so the Google ads attention was very very low cost and that allowed him to make a lot of money.
You know using Google ads and then the wine keyword got more expensive because some other people call it on, but then he was still able to buy, you know, Chateau, you know, whatever 2012 Cabernet you why we’re like that for five cents. Until people caught on to that too. And now you’re in a position where you’ve got a lot of people in 2019 saying Google has doesn’t work.
It’s too expensive. And if you’re using that old model, if you’re just buying a keyword and driving it to your homepage and then expecting the prophet then yes. Google ads probably is too expensive for you. But if you put this process in place and you have reasonably frictionless path to your primary converge, you’ve got landing pages that are relevant to the traffic that you’re buying you are.
Capturing customer information and then using a lead nurturing a marketing automation platform to follow up with those customers and you’re doing remark attacking to try to capture that information from customers won’t work what yet ready to give it bounced initially then that’s going to put you in a position to be successful.
So. Our expected, you know the expected outcome from this you should definitely be expecting get a return somewhere between 4 x 12 x depending on your industry depending on how well you implement it. You know, that’s it. Like when if you if you go to spend the time and effort and money and resources that it takes to set up the elements of what I’m talking about.
You should expect to see a much better return from really all of your advertising all the traffic comes to your site. Once you’ve got this process in place. It is the it’s going to perform better because you’re going to have less of a less traffic falling out of the funnel. Your you’ve plugged a lot of the leeks.
You want them. You’ve got stuff in order so that when you’re when you bringing new people to the side when you’re bringing new people when you’re introducing your brand to new customers. It’s going to be more likely that they’re going to make it all the way through the process. If you’ve got all these additional touch points.
If you’ve done your post click optimization, then your funnels not leaking anymore. The customers who are going to buy are going to be a lot more likely to buy from you. And what a what a lot of people do though is instead of looking instead of actually executing against this post click optimization.
But a lot of people like to do is I like to put the cart before the horse. They like to they want to go and get a and get their brand in front of a hundred million people, right? So so let’s say that you let’s say that you could basically for free you. Connect with a you know, the Logan Paul or somebody, you know, one of the one of these major, you know online influencers and he’s going to talk about your brand.
He’s going to get you a hundred million people to know about you to come in a lot of those people are going to come to your website. Well, that’s great. But and you know eat maybe you could do that. Maybe you could you could actually achieve this and you could get a. A lot of people introduced to your brand now, if your post click optimization is not complete then you’re going to miss out on a lot of the benefit that you could have gotten from that traffic because these customers are going to be leaking out of the funnel.
You’re not capturing their email address. You’re not following up with them. You’re not capturing their phone number you’re not following up with them with with SMS. You’re not either. Your landing page your pages are too difficult to use your primary conversion isn’t figured out. So you need to execute against the landing page the Mead capture and the remarketing element of the post click optimization in order to get the maximum bang for your buck out of the Hide funnel marketing that you’re going to do your awareness your consideration stuff.
So, Once your Roi positive though, then you can skip so once you’ve got your campaign set up in a way that you are able to profitably run paid search campaigns that you’re able to preferably by some display remarketing. Then that’s going to let you know that now okay, we can start looking at scaling we start looking at what are we doing for Branding awareness?
What are we doing to influence the consideration part of the funnel? So if you want to execute against this stuff then this is what you need to do. You got to decide how you’re going to execute against the tasks that are required to set up the funnel to get you some good Google traffic to implement your landing pages to implement your soft conversions.
And then you can start to think about scaling. So right now we’re at the end of October twenty nineteen. So let’s say that you don’t until then let’s say that you don’t have a good post click on optimization program in place. Now, what you could do you could engage with my agency Samurai direct response.
You could start to get this stuff in Market you could lighten up on your awareness, you know looked like if you’ve got a pretty big budget and you lighten up. On your media for q1 and Q2 because we’re still going to be testing. We’re still going to be optimizing you’re not really going to have a great conversion rate optimization funnel post-click optimization in place and Primo probably January 1st.
It will probably be a little later than that. But then once we’ve got in place six months, you know in three to six months we can get take you a long way from where you were towards, you know, really executing against this post-click optimization and really achieving a lot better results from the advertising that you’re doing because you’ve created these additional touch points and then Q 3 q 4 next year you can you can you know, really start to push and you know and and scale up in terms of.
The revenue and the traffic that you’re generating. So that is my take on post-click optimization, and I want to say thank you for joining me today for the better digital marketing podcast. If you have questions, please shoot them to me on Twitter. I’m the samurai direct the samurai Dr. On Twitter.
You can also find me. At my website you can send me an email there. I am accepting new clients right now. Do you have some space in the calendar for new clients who want to work personally with me whether that’s on pay-per-click management as project. Maybe you want to you know, fully retain my services in terms of strategy.
And all of the the agency stuff that we can do for you, but in any case, thanks again for joining me today for the better digital marketing podcast, and I hope this helps you make your digital marketing